By Kelly Liyakasa, AdExchanger

Shopzilla, the comparison shopping site started in 1996 during the beginning stages of the ecommerce explosion, acquired on Wednesday programmatic media-buying platform Connexity to ramp up its audience-buying efforts.

Shopzilla will integrate Connexity into its audience-activation division, Aisle A, formed one year ago to facilitate display ad sales and retargeting on Shopzilla.com as well as its owned-and-operated sites Bizrate, Retrevo and Beso, which in total garner about 40 million monthly unique shoppers.

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